INTO THE BLUE
About: This Parliament sweepstakes promotion was created for Philip Morris, an Altria company. It utilizes web, mobile and direct mail. The grand prize is a tropical, beachfront vacation. To make it entertaining to enter, we created a “this or that” game highlighting things to do on “the perfect recess,” which is the brand tagline. The challenge was creating fun comparisons for the selections.
screen 1:
YOUR ULTIMATE TRIP AWAITS
Imagine you and a friend flying off to an exotic locale in a private jet to enjoy crystal clear waters, pristine beaches and 1st class accommodations.
Depart Now >>
screen 2:
HOW IT WORKS
1. SELECT AN IMAGE to be automatically entered for a chance to win weekly prizes and the grand prize– an Ultimate Getaway vacation
2. COME BACK AND PLAY, EVERY DAY to enter for your chance to win
3. BE SURE TO PLAY ON FRIDAYS for bonus Grand Prize entry to kick off the weekend
Ready for Takeoff >>
screen 3:
WEEKLY PRIZES
$500 E-GIFT CODE
PORTABLE SPEAKER
MOBILE POWER PACK
PASSPORT HOLDER
screen 4:
GRAND PRIZE
Win a trip for 2 on a private jet to an exotic locale with 1st class accommodations. Enter every day for your chance to win.
Depart Now >>
screen 5:
WHAT'S MORE PERFECT FOR YOUR PERFECT RECESS?
Pick an image for your chance to escape.
Beachside Vs. Poolside
screen 6:
WHAT'S MORE PERFECT FOR YOUR PERFECT RECESS?
Pick an image for your chance to escape.
Lug Vs. Tote
screen 7:
WHAT'S MORE PERFECT FOR YOUR PERFECT RECESS?
Pick an image for your chance to escape.
Surf Vs. Turf
screen 8:
WHAT'S MORE PERFECT FOR YOUR PERFECT RECESS?
Pick an image for your chance to escape.
Swimsuit Vs. Wetsuit
screen 9:
WHAT'S MORE PERFECT FOR YOUR PERFECT RECESS?
Pick an image for your chance to escape.
Paddle boat Vs. Paddle board
screen 10:
WHAT'S MORE PERFECT FOR YOUR PERFECT RECESS?
Pick an image for your chance to escape.
Mixed Vs. Brewed
screen 11:
WHAT'S MORE PERFECT FOR YOUR PERFECT RECESS?
Pick an image for your chance to escape.
Sunrise Vs. Sunset
screen 12:
THANK YOU, YOU'RE ENTERED.
Come back tomorrow for another chance to go INTO THE BLUE
View all Prizes >>
We also designed the Parliament sweepstakes direct mail piece to look and feel like a real airline boarding pass.
DM front:
GET READY TO FLY...
INTO THE BLUE
DM inside:
Imagine you and a friend being whisked away on a private jet to a beautiful, exotic locale for 7 days and 6 nights.
For your chance to win the perfect recess, enter today at MyParliment.com
DM insert 1:
FINAL DESTINATION (GRAND PRIZE)
THE ULTIMATE ESCAPE
A trip for two on a private jet to an exotic locale with 1st Class accommodations.
DM insert 2:
CASH & CARRY ONS (WEEKLY PRIZES)
$500 E-GIFT CODE
PORTABLE SPEAKER
MOBILE POWER PACK
PASSPORT HOLDER
DM insert 3:
A FARE OFFER (DISCOUNTS)
TAKE OFF $3 ANY STYLE (COUPON)
TAKE OFF $3 ANY STYLE (COUPON)
About: The Philip Morris smokeless brand, SKOAL, always welcomes newcomers who subscribe to the website and newsletter. So these emails were created to set a friendly tone for the start of their user experience.
Welcome Email 1:
[subject line]
Hey Ted, we're glad you signed up.
[branding message/imagery]
WELCOME. IF YOU'RE DIPPIN', BOATIN', BACKPACKIN', OFF ROADIN', WORKIN', FISHIN', TAILGATIN', GAME HUNTIN', OR CHILLIN'- THERE'S A CAN THAT FITS RIGHT IN.
SWING BACK SOON TO SKOAL.COM >>
for coupons, great giveaways and more.
Welcome Email 2:
[subject line]
Hey Otto, congrats you made it.
[branding message/imagery]
YOU CLICKED. TYPED. AND TYPED AGAIN JUST TO GET HERE.
WELL HERE'S TO YOU. BECAUSE YOU DON'T DO ANYTHING HALFWAY.
So now, a little handwork is gonna go a long way.
WE WELCOME YOU TO SKOAL.
Now that you're here, things are gonna get a little better.
CHECK BACK SOON AT SKOAL.COM >>
for coupons, great giveaways and more.
About: Once they log onto to SKOAL.com, they’ll find lifestyle blogs to make their days a pinch better. Below are three entries that I researched and wrote for the main site.
SKOAL "Home Brew" blog:
THE COOLER BREW
Cold beer and your cooler go hand in hand. But did you know you can make a cooler even cooler, by brewing your own beer inside of it. It’s simple. All you need is barley, hops, yeast and water. And you can see basic how-to techniques below.
["HOW TO HOME BREW" VIDEO CLIP]
The best part is being able to brainstorm names for your new brew.
[User-generated content area] You’ve made your brew and bottled it, now what do you call it?
[CROSSLINK TOP RIGHT]
FUN THAT MEANS BUSINESS. Share your favorite ways to make the office more awesome. >>
SKOAL "Office High Jinks" blog:
FUN THAT MEANS BUSINESS -- ALL WORK… EVEN MORE PLAY
Being able to hang out with friends from the office is great, but what makes the workday even better are the unexpected surprises you can get from it.
PRANK IMAGES: THE WALLPAPER RENOVATION (caption), THE SCARE HORN (caption)
Good-natured teasing turns coworkers into comrades and makes 9 to 5, way more fun.
[User-generated content area] With April Fool’s day around the corner, tell us the things you do to make the day interesting.
[CROSSLINK TOP RIGHT]
PASS THE PIGSKIN. Share your favorite bacon-based dish >>
SKOAL "Bacon Football" blog:
PASS THE PIGSKIN [RAW FOOD IMAGE]
BEHOLD… THE BACON FOOTBALL [COOKED RECIPE IMAGE]
Bacon is good. Football is good. Put 'em together and you've got the ultimate pigskin.
The best thing is, it's easy to make. Here's how.
[FOOD PREPARATION IMAGES]
1) Start with 6 slices of bacon.
2) Weave 6 more slices horizontally into vertical slices, over and under.
3) Make your favorite meatloaf recipe into a football shape.
4) Wrap the interlaced bacon around the meatloaf.
5) Bake at 350 degrees for 1 and 1/2 hours (or to internal temp of 160° F).
[User-generated content area] Tell us your favorite way to use bacon that takes your food up a notch.
[CROSSLINK TOP RIGHT]
DISCOVER HOW TO MAKE YOUR COOLER EVEN COOLER. Go Now >>
About: We decided to make a sweepstakes where everyone gets a gift with their purchase. I came up with the name "WIN WIN" for the promotion because customers get 1) the SKOAL brand they want and 2) a free gift too. All they have to do is go online, enter a can code and pick a prize.
Sweeps can #1 side view:
WITH THIS TIN, YOU WIN
(graphic makes arrow pointing to can code)
Find out what at SKOAL.com. While supplies last.
Sweeps can #1 bottom view:
GREAT DIP. FREE GIFT.
WIN. WIN.
(graphic makes arrow pointing to can code)
WITH THIS CODE TODAY AT SKOAL.COM
Limit 1 gift per eligible tobacco consumer 21+ on/joining the mailing list.
Ends 00/00/00. While supplies last.
Sweeps can #2 side view:
GRAB A CAN, GET A WIN.
(graphic makes arrow pointing to can code)
Use this code to pick a gift at SKOAL.com
Sweeps can #2 bottom view:
GREAT DIP. FREE GIFT.
WIN. WIN.
(graphic makes arrow pointing to can code)
WITH THIS CODE TODAY AT SKOAL.COM
Limit 1 gift per eligible tobacco consumer 21+ on/joining the mailing list.
Ends 00/00/00. While supplies last.
Homepage:
SKOAL A PINCH BETTER [logo]
WIN WIN
(contest "code can" imagery)
[CROSSLINK]
GOT A CAN WITH A CODE? Enter it here >>
Need a WIN WIN can? Get one at your local retailer.
Contest page pre-code entry /locked:
SKOAL A PINCH BETTER [logo]
WIN WIN
[SWEEPS "CODE CAN" IMAGES]
GRAB A CAN, GET A FREE GIFT.
100% American-grown SKOAL.THAT'S A WIN.
Picking up a free gift.THAT'S A WIN WIN.
THAT'S A WIN WIN.
Code prompt:
Enter your code here >>
Unlock gifts.
Contest page post-code entry /unlocked:
SKOAL A PINCH BETTER [logo] WIN WIN -- GRAB A CAN, GET A FREE GIFT.
YOU GET A GIFT, JUST LIKE THAT. Only one per dipper, so make it count.
Prize prompt: Select your gift below >>
POCKET SIZE MULTI-TOOL
We like giving our dippers variety, so this one fits right in. Because it's a screwdriver, wrench, pliers and more. So now you've got the right tool handy for a quick fix. Pick this one >>
PORTABLE MUD JUG
Now you can dip in style. Because a Mud Jug goes great with a can of Skoal.
It’s portable, colorful and way better than a bottle. Pick this one >>
WATERPROOF SPEAKER
Why let the elements stop you from having a good time. With this waterproof, wireless speaker, you can take your tunes by the pool, aboard a boat or even camping in the rain. Pick this one >>
POCKET PEN FISHING ROD
This fishing rod is tiny, but i's a big deal. It's lightweight and even comes with a reversible handle. Plus, it fits in your back pocket, so you'll never let a big one get away. Pick this one >>
About: This direct mail piece entitles L&M subscribers to a personalized complimentary money clip/ bottle opener. It comes with a home cleaning tip that ties into a theme for a Fall blog entry on the website.
DM front:
GET A FREE PERSONALIZED MONEY CLIP BOTTLE OPENER
Claim yours now at LM.com
FREE GIFT AT LM.com (sideways header)
DM inside, tip card insert: FALL INTO SPRING CLEANING
Clean up before you’re cooped up for winter. Get four large boxes from a moving store, or at a grocery for free. Then simply sort your things into the appropriately labeled box from the following categories:
KEEP: The rule of thumb here is that anything you haven’t worn or used in one year has got to go. So only fill this box with the stuff you simply can’t part with.
DONATE: Help someone in need stay warm during the holidays. Because feeling generous really looks good on you.
DISCARD: If it’s old, torn or broken, toss it. Like that collection of scented hotel shampoos and lotions is going to ever make it out from the back of that bottom drawer.
RECYCLE: Hey, it just makes cents.
When the combo gadget is redeemed online and shipped to the site visitor, this direct mailer would accompany it.
DM front:
IT CLIPS CASH AND POPS TOPS
Thanks for requesting your money clip/ bottle opener, now boldy emblazoned with your very own initials. It holds your cash and handles bottle caps quickly, too. Enjoy.
Don’t forget to check out LM.com for coupons, tips and more.
About: Below are the redemption pages for the money clip/ bottle opener on the L&M site. You can also see crosslinks for the blog posts I created.
Homepage 1:
IT’S A BOTTLE OPENER THAT THINKS IT’S MONEY CLIP
Get your free personalized gift now >>
[CROSSLINK BOTTOM LEFT]
LOT OF THANKS FOR A LITTLE >>
[CROSSLINK BOTTOM RIGHT]
GETAWAY FROM WINTER BY TRAIN >>
Homepage 2:
WHEN IT COMES TO SALARIES OR BOTTLES…
NO CAPS
Pop my top >>
[CROSSLINK BOTTOM LEFT]
MAKE ROOM FOR WINTER >>
[CROSSLINK BOTTOM RIGHT]
LOT OF THANKS FOR A LITTLE >>
L&M offers a year round travel, taste and entertainment guide via blog posts. Below are three ideas I helped generate, fully researched and wrote. The themes are Fall cleaning, Thanksgiving hosting and Winter traveling. Also included are subscriber emails I created as hyperlinked lead-ins to the website blogs.
Oct. blog carousel for web:
FALL-TACULAR WAYS TO TIDY UP
Slide 1:
HOW ABOUT CLEANING HOUSE?
Cleaning isn’t just for spring. You can tell from the leaves on the ground that even the trees know this season is about change. It’s out with the old and in with the new. That’s why we’re giving you a few fall cleaning tips for maximizing space, minimizing your wardrobe and lowering your heating costs.
MAKE A CLEAN SWEEP >>
Oct. blog carousel for web:
FALL-TACULAR WAYS TO TIDY UP
Slide 2:
BE A SAVVY SHOPPER
Here’s how to lose excess baggage and thin out increasing clutter in a fun way. Invite a few friends over to trade lamps, music on vinyl, housewares and even electronics. Refreshing your space was never more mutually beneficial. Plus, any items leftover can be donated to local charities.
Oct. blog carousel for web:
FALL-TACULAR WAYS TO TIDY UP
Slide 3:
D.I.Y. MORE SPACE FOR YOUR PLACE
You always hear of people running out of room, but here are a few inventive ways to find more of it. Take things upward with a high wall shelf lined with wooden wine crates, stacked side by side. Also, a wine rack makes for excellent shoe storage. And you can even go below, with bed risers to store more underneath and out of sight.
Oct. blog carousel for web:
FALL-TACULAR WAYS TO TIDY UP
Slide 4:
WINTERIZE TO MAXIMIZE SAVINGS
Get smart with fall cleaning by locking in the heat and the savings. Get plastic shrink wrapping film to seal windows tight, using a hair dryer. You can also make your own door sweeps out of rubber mats. Try reversing the rotation and speed of your ceiling fan in order to force warm air back downward without creating a breeze.
[User-generated content area]
TASTE TALK
What are your own tips for tidying?
Submit comment >>
Oct. Email:
[subject line]
Cheryl, here's a coupon and a hot tip.
[branding message/imagery on top]
REFRESHING TASTE FOR FALL
Change is in the air. But you can always count on L&M to bring you fine blends of premium tobaccos with the rich, flavor you expect, season after season.
Coupons please >>
[Oct. blog tie-in content/imagery on bottom]
LET IT FLOW
Save on heating costs with a little furniture shuffle. Make sure sofas and chairs are not blocking airflow from heating vents, which wastes money. So now you can be warm, toasty and savvy, too.
See more tips at LM.com >>
Nov. blog carousel for web:
A NOVEMBERABLE WAY TO SAY "THANKS"
Slide 1:
THROW AN APPRECIATION PARTY
Everyone’s got close friends who feel more like family they don’t get to see on Thanksgiving. Show them how much they mean to you with a "Thank You" themed get-together for fun, food and personalized keepsakes.
GET THANKIN' >>
Nov. blog carousel for web:
A NOVEMBERABLE WAY TO SAY "THANKS"
Slide 2:
THANKSGIVIN' & WAFFLES
A brunch is a super casual way to say "Thank You" to friends. Put a sweet twist on tradition by using holiday leftovers to serve up scrumptious Turkey and Waffles, with this recipe courtesy of L&M. DOWNLOAD FULL RECIPE BELOW.
Nov. blog carousel for web:
A NOVEMBERABLE WAY TO SAY "THANKS"
Slide 3:
BEGIN ON A GOOD NOTE
A great way to show your gratitude for guests during the holiday is to take time to create a personalized handwritten “thank you” note that doubles as a place card whenever it’s time to eat with family and friends. Blank linen and frosted paper are available in a variety colors for minimal cost. But the effect of your words on your guests will be priceless.
[User-generated content area]
TASTE TALK
What are you most thankful for?
Submit comment >>
Nov. Email:
[subject line]
Steven, here's a coupon and a new tip you'll be thankful for.
[branding message/imagery on top]
FILL YOUR FALL WITH NOVEMBERABLE FLAVOR.
Getting a premium blend of fine tobaccos from around the world without the high price would raise anyone’s holiday spirits.
Coupons please >>
[Nov. blog tie-in content/imagery on bottom]
POST SOME PRAISE
During the holidays, let someone know just how thankful you are by posting a digital diary about them on the internet. Talk about meaningful moments that made an impact on your life. Or gather more admirers together to literally sing their praises. Once uploaded online, the heartfelt message will be forwarded in no time.
See more tips at LM.com >>
Dec. blog carousel for web:
WINTER WANDER ON THE RAILS
Slide 1:
TAKE A TRIP OFF THE BEATEN TRACK
Get away from it all, including cold weather, by taking a long, relaxing trek on the train. Right now, prices are low and unlike airlines, every seat on a passenger car has a scenic view with ample legroom. Plus, you can lean back and lounge as you ride in a sleeping or dining car. Here are three unique travel destinations that’ll warm you up to the idea of a winter escape.
HOP ON >>
Dec. blog carousel for web:
WINTER WANDER ON THE RAILS
Slide 2:
TRAIN TRIP #1: CHARLESTON, SC
Named after King Charles II, this city always treats visitors like royalty. Here you’ll dine on rich recipes from the 1700s like "Planter’s Punch" or "She-Crab soup," a Scottish seafood bisque first served to President Taft. There’s even a world famous holiday festival of dancing lights featuring over 750 brilliant displays. Not to mention, the first locomotive put into regular U.S. service started here in December of 1830.
Dec. blog carousel for web:
WINTER WANDER ON THE RAILS
Slide 3:
TRAIN TRIP #2: AUSTIN, TX
From Two-steppin' in local taverns to exploring bedrock wonders at Longhorn Cavern, Austin is a great destination for fun. In the heart of the city, you’ll find the 351-acre Zilker Metropolitan Park featuring Barton Spring Pool, a swimming pool naturally heated to 70 degrees, year-round. Heat up the night with a music show in one of the world’s most prominent music scenes. And for even more heat, try the five-alarm Texas-style chili with no beans or tomatoes, just beef and lots of spicy hot peppers.
Dec. blog carousel for web:
WINTER WANDER ON THE RAILS
Slide 4:
TRAIN TRIP #3: TUCSON, AZ
A holiday here means warm sunny skies and hot air balloon rides. There’s also trail hiking and gold mining. Plus, enjoy seeing all the sights at the big winter street fair, Tucson’s largest visual arts venue and an annual tradition. It features over 400 craft merchants, live concerts with local headliners, and draws crowds as big as 350,000.
[User-generated content area]
TASTE TALK
Tell us your warmest vacation memory.
Submit comment >>
Dec. Email:
[subject line]
Cheryl, get coupons and a tip to really shake up a trip.
[branding message/imagery on top]
GREAT TASTE TRAVELS WELL
L&M sources premium tobaccos from all over the world to bring you premium taste without the premium cost. So we make exploring new places for good prices that much easier.
Coupons please >>
[Dec. blog tie-in content/imagery on bottom]
MAKE HOLIDAY TRAVEL MERRY
Be smart this winter and travel by train during the holiday. It not only saves money, but you can merrily mingle more on a train car than in your own car. And if you’re on vacay with friends or family, why not put the smartphones down and just catch up, while enjoying a relaxing ride on the rails along with a spectacular view.
See more tips at LM.com >>